Online persuasion techniques

September 23, 2008 at 10:51 am

In an increasingly complex online world of conversion and retention there are a few techniques that are pretty easy to implement - but often overlooked - when persuading people to buy online. It simply comes down to tapping into a little psychology and basic human nature.

Social proofing

Okay, lets first look at a technique called social proofing. When people are unsure about something they very often look for reassurance from others and often make decisions based upon what others are doing; it's likened to a pack mentality culture. But how can we use this to our advantage when selling online? Well, one of the biggest exponents of this technique is Amazon. They often display the most popular items, Customers who bought this also bought that, in selling their products, as well as offering customer testimonials.

User generated reviews

Another technique that is very effective is displaying User generated reviews. In the growth of social networking this is an essential weapon in eCommerce and selling online. Their benefit is two fold. Firstly they add content to your site, which is always a good thing - we all know how Google loves content, right? However, and perhaps more telling, is the fact that the content is independent. Web users are far more inclined to read independent reviews than a standard marketing statement from an organisation. There are even applications out there that will sit within the existing architecture of a site to achieve this, such as Reevoo.

There is, of course, a flip side to user generated reviews. Inevitably there is a certain propensity to have negative reviews on your site. However, it is important to not be scared by these. All comments should be open an unmoderated; the essence is freedom of speech and if it's censored users will find out, to the detriment of the credibility of a site. All feedback, negative or positive is a gift, or so the saying goes. So turn a negative review to your advantage and act upon it.

Timely offers

Another old trick in social psychology that works really well online is adding time to the equation. Users naturally want what they think they won't be able to get after a certain period of time. Loss, it would appear, is a more powerful emotion than gain. People hate the thought of missing out on something they are interested in. Again, this is a very simple technique to implement. For example, on any product line you could add Only 4 items in stock, or include count down timers, such as Offer ends in: 1 day, 4 hours, 3 mins and 8 seconds. You often see this technique in the big online retailers and also training courses and conferences; it is hugely effective.

Cross-sell & up-sell

Cross-sell and up-sell is absolutely crucial in the online purchasing process. One of the most difficult things to do is getting people to that moment of purchase. Research shows that once that barrier has been broken users are very much willing to ride a wave, as it were, and purchase more goods, while they are about it. This technique has been used in physical stores for years. I wonder how many times have people bought boot polish at the counter when purchasing a pair of nice shiny shoes?

Authority

Authority and legitimacy are hugely important when asking people to part with their hard earned cash. Looking professional and an expert makes you far more attractive and a safe bet to the alternative. For example, you probably wouldn't take advice from your window cleaner on your golf swing, but you probably would from Tiger Woods. In eCommerce, where trust is hugely important it is imperative to look and act as professional as possible. This means: demonstrating you're an expert; using 3rd party links to back up your credibility, using the Veritas padlocks for security.

In conclusion, being effective at persuasion online is about taking down the barriers, facilitating trust and giving users the information they need to make an informed choice in the online purchasing process.

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User experience

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